Interview with Sarah Smith at Wednesday 20th of April 2016: DI: What is the main principle, idea and inspiration behind your design?SS : The main inspiration was the film, Sliding Doors. The concept was based on the learner's actions having the power to change the outcome, ie no accident ever took place.

DI: What has been your main focus in designing this work? Especially what did you want to achieve?SS : The aim is to reduce the numbers of cyclists killed and injured by riding up the inside of a left turning heavy goods vehicle.

DI: How long did it take you to design this particular concept?SS : About six months.

DI: Why did you design this particular concept? Was this design commissioned or did you decide to pursuit an inspiration?SS : We were commissioned to develop the program by Transport for London's Freight and Fleet Team.

DI: Is your design being produced or used by another company, or do you plan to sell or lease the production rights or do you intent to produce your work yourself?SS : The product and IP belongs to Transport for London.

DI: What made you design this particular type of work?SS : We used 3D and simulation because it would be impossible to recreate the situation safely on the roads. Transport for London's Freight and Fleet team run a classroom based training even called Safe Urban Driving. This module includes an on-cycle element - ie HGV drivers actually get on a bicycle and are taken onto the streets of London. This module offers an alternative to that where drivers may not want or may not be able to do this.

DI: Where there any other designs and/or designers that helped the influence the design of your work?SS : No.

DI: Who is the target customer for his design?SS : Heavy Goods Vehicle drivers.

DI: What sets this design apart from other similar or resembling concepts?SS : There is nothing else like it available.

DI: How did you come up with the name for this design? What does it mean?SS : The program is called Cycle Safety because it reflects precisely what it is about.

DI: Which design tools did you use when you were working on this project?SS : The Adobe CSS suite and 3D software.

DI: What is the most unique aspect of your design?SS : The concept and story.

DI: Who did you collaborate with for this design? Did you work with people with technical / specialized skills?SS : Yes we worked closely with subject matter experts in Transport for London's Freight and Fleet Team.

DI: What is the role of technology in this particular design?SS : Central - in terms of software used and deployment on a platform that tracks usage.

DI: Is your design influenced by data or analytical research in any way? What kind of research did you conduct for making this design?SS : Yes - Transport for London have plenty of data on the cause of cyclist deaths. They are working to targets set by the Mayor of London relating to emissions and safety.

DI: What are some of the challenges you faced during the design/realization of your concept?SS : Maintaining a completely unbiased stance. The relationship between cyclists and heavy goods vehicle drivers is not good and it was necessary to ensure that no inflammatory language was used.

DI: How did you decide to submit your design to an international design competition?SS : We had not heard of the A'Design Awards - but when we realised there was a training and education category we thought our program should be entered.

DI: What did you learn or how did you improve yourself during the designing of this work?SS : We learnt a lot about use of 3D and video. Our designers actually went out on the roads of London themselves to ensure they really understood the experience.

Design Interviews is a resource on Design, Arts & Architecture featuring pre-made interviews with professional designers, artists and architects. DI: Design Interviews is created in order to share the professional lives of designers, architects and artists with design enthusiasts and other designers in order to provide tips for upcoming designers, artists and architects to advance their design knowledge and skills and to give our readers a feel for how designers come up with their designs. DI: Design Interviews was created by DesignPRWire and A' Design Award to promote the winner designers, and to share their insights with the rest of the world.